Batch Maker

Batch Maker is a wine subscription service that empowers people to try something new and expand their palates. Through research and user testing, I discovered there was an opportunity to alleviate wine anxiety and better diversify knowledge for wine drinkers. I used playful illustrations, light-hearted copy, and bold colors to bring Batch Maker’s mission to life.

Roles — Independent Project: research, UX, testing, web design, identity

Roles — Independent Project: reserach, UX, testing, web design, identity

Tools — Illustrator, Photoshop, Procreate

Timeframe — 5 weeks

Timeframe — 11 weeks

Problem

As of 2019, Millennials have over taken Baby Boomers as the largest workforce and strongest buying power of any demographic. This generation is defined by a sophistication built of wide-exposure and access to information. They tend to want quality over quantity and are concerned with authenticity of products and customization. Factors, such a origin, story, and mission are foundational pillars for this generation of consumers.

Wine is experiencing a renewed renaissance through this evolving exploration. Furthermore the ability to shop online, through apps, or even through social media links has shifted the world of wine knowledge and consumption. A customizable wine subscription service would enable Millennials to maintain a relationship with wine in a personalized and engaging manner.

Background

Americans are developing a taste for the finer things in life, especially wine. In 2018, the wine market sold almost 5% more than the previous year, totaling $70 billion in sales, while the amount sold decreased. As Americans are willing to spend more for guaranteed quality they are also concerned with efficiency. Last year, there was a 10% increase in direct-to-consumer sales. These statistics demonstrate that there is an opportunity to better connect consumers with the wine they enjoy drinking.

However there is also a concern that needs to be addressed. Wine anxiety. It can be that moment when a server comes to the table to ask if you’ve picked out a bottle yet, when clearly you haven’t. That time you spent 30 minutes in the wine aisle trying to pick out a bottle for a party only to resort to something you’ve gotten before. Those sweat inducing moments when you are trying to impress your new boss, a potential mate, or even your future in-laws. There is too much stress around something that is suppose to be relaxing.

Process

I began with research into current subscription models and wine trends in the United States. I then identified and analyzed competitors, learning about what makes a popular subscription model work. I researched the topic through extensive interviews to learn what potential customers want most when it comes to learning about wine, alleviating anxiety, and having bottles on demand. Distilling this information down, I created three archetype personas. My main persona, Perry, is my user whose customer journey map is explored. The end result was a fresh perspective on a wine subscription service using modern, upbeat illustration styling and cheeky copy to make memorable and engaging conversation.

Summary of competitor analysis:

SWOT test results after the target audience and a competitive analysis helped narrow down the goals:

User Personas

I created three main user personas: My primary user, Perry, is most concerned with efficiency and quality. My secondary persona, Sam, is mostly concerned with anxiety and knowledge. My third persona, Mel, is most interested in customization and recommendations.

The Art of Pivoting and Iterating

My first iteration of a wireframe included a quiz. After user testing it was discovered that most people, no matter how fun a quiz is, still aren't interested in one. I also radically changed the first high-fidelity design to include illustrations and humor after doing an audit with users. My users wanted Batch Maker to be more engaging with less stock photography. Using this information to inform my design choices, I strove to create an online shopping experience that felt fresh and personality-driven. Leading to a brand that felt like an identity for its users.

Moodboard, Style Guide, and Logo

My moodboard was created to reflect the bold, bright, warm personality of the brand. I made a logomark that stacked the lowercase "b" from Batch and "m" from Maker on top of one another to make an abstract geometric shape that also is symbolic for how a variety of shapes and sizes can fit together. I chose a sans-serif typeface that modernizes the brand, bold hues that energize the refreshing tone, and fun illustrations with flat shading for depth that re-enforcing the multifaceted approach of Batch Maker.

High-fidelity website mockup

The final website is personality driven to cater to the needs of my users. It successfully engages its audience with flirty conversation and stylized illustrations. It is one scrolling page so that navigation is easy. It starts with an introduction to the service, who we are, addresses wine anxiety, breaks down the pricing model, introduces you to the wine makers, offers an option to dive right into getting matched, show cases the grape of the day, answers questions posted from members within the community, describes what's in every box, addresses FAQ's, invites you to join the online community, and then highlights its educational portal.

High-fidelity website mockup

The final website is personality driven to cater to the needs of my users. It successfully engages its audience with flirty conversation and stylized illustrations. It is one scrolling page so that navigation is easy. It starts with an introduction to the service, who we are, addresses wine anxiety, breaks down the pricing model, introduces you to the wine makers, offers an option to dive right into getting matched, show cases the grape of the day, answers questions posted from members within the community, describes what's in every box, addresses FAQ's, invites you to join the online community, and then highlights its educational portal.

Post Mortem

I would like to add motion to the illustrations and continue user testing to refine and further build out my website to reflect user needs. This would include a companion app and more opportunities to engage in conversations within the community.

Post Mortem

I would like to add motion to the illustrations and continue user testing to refine and further build out my website to reflect user needs. This would include a companion app and more opportunities to engage in conversations within the community.